Event Report

Here’s the slide from the last event… Enjoy!

https://sites.google.com/site/idmomogroup/download-slides

Quick recap on the last event. Yes, I apologize that I have 3 event recaps as backlogs, I’ll do it eventually… As we said, we are trying something different last Monday. Let’s call it Crossover. And we think – the audience agreed – that what we learned yesterday was really good. The speakers agreed as well…

Selina Limman (@missdimps) from Urbanesia opened the session with her story. It all started with a burning question, “How to find some-peculiar-product-or-food-or-place around some-particular-place-in-jakarta?” And the information has to be trusted, updated. And so Urbanesia was born – and online city guide, with social aspects – recommendation, sharing; and with rewards points to motivate sharing.

I think their statistics speak for themselves. Being recognized as Google Map local content partner is a significant milestone and a kind of recognition.

Something that you should not forget is that Urbanesia API is open and free to use. It has inspired a lot of niche mobile apps, e.g. RadarBakmi (guess what this app do…). Growth strategy will center around API, mobile apps, and becoming THE platform for business directory and marketing. Urbanesia mobile website is also available at: m.pre.urbanesia.com.

Next we have Rahmad Harlyadi (@harlyadie) from DailySocial, Indonesian technology blog, who shared about their very recent research about e-commerce usage in Indonesian (Greater Jakarta) youth.

A couple of very interesting stats:

• definitely from year 2000 (after the bubble burst), still plenty of startups… and we got nowadays 24 “groupon” clones in Indonesia
• what they buy: 44% clothes, 13% shoes, 11% accessories
• how much they spent: 12.5% less than 100k IDR, 53% less than 500k IDR
• how they pay: 80% through banks (ATM, mobile, e-banking) and still thinks that it’s the most ideal way to pay… hello, online payment guys, this smells like opportunities
• online vs offline: 50/50 – people still buy offline, use online as price comparison tools

Main inhibitors for e-commerce is trust factor – either they fear of fraud / “tukang tipu” or uncertainty in product quality (well, the product photos often look better than the real goods).

Then we have Adrian Suherman from DealKeren. His first secret recipe, if I summarize, is to create the right business model. DealKeren is becoming a B2B2C platform that facilitates a new marketplace for branded goods and SME products as well.

Again, the number speaks for themselves: facing happy problem due to crazy growth… compared to July 2010: 50% subs increase, from 2000 deals to 25000 deals, doubling revenue every month…. to name a few. Not to mention securing the deal with Yahoo! Indonesia (477-mio-page-hit-per-month portal) – they are featured in Yahoo’s frontpage: “Deals” section.

Adrian said that their success strategy is to strike with speed: maintaining the momentum of first mover advantage, keep innovating and to execute flawlessly: balancing the complex ecosystem that they create while delivering total customer experience.

That’s all folks!

Slides can be found here: https://sites.google.com/site/idmomogroup/download-slides

See you in the next event!

Frost & Sullivan has just uploaded their slide here:

http://www.slideshare.net/FrostandSullivan/the-indonesian-telecommunication-industry

Enjoy!

Update (15-Dec):

Final count. Total Rp 36.539.000 (36 million 539 thousand rupiah) to be donated via Dana Kemanusiaan Kompas. Will post once we got the confirmation from them (for accountability).

Update (8-Nov):

We auctioned several BlackBerry  handsets tonight… and raised Rp 30+ million (and counting, still haven’t finished the cash donation count). Will update you guys on the exact amount within a couple of days. Thanks for your generosity.

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Friends of MobileMonday, we will collect some donation – cash and in-kind. Our volunteers will provide a drop box for clothing (“Pakaian Pantas Pakai”) to be donated to our brothers & sisters in Mentawai & Merapi area.

Cash donation will be sent through Dana Kemanusiaan Kompas. In-kind donation will be delivered in cooperation with  SAG – Airsoft Gun Community Indonesia.

Thank you for your kindness.

It really felt great to see the familiar and new faces on the crowd last night. Also it was good to celebrate with more than 170 attendees that share the same passion for innovation and collaboration. That’s the core ideas of this MobileMonday – 10 years of driving mobile innovation worldwide … and 3 years in Indonesia.

Special thanks to Research in Motion the maker of BlackBerry for sponsoring and helping make this events and future events happening.

Recap. As usual.

We sent @asnugraha to spend almost a whole week in a cold Helsinki and Tallinn, obviously not for nothing. He is one eyewitness of how the world is watching closely Indonesia – as one of the most potential country in mobile field. (Even chairing a WIPJam session with Linda of Kenya). We have to be proud of living and breathing in Indonesia.

The Fin/Est event was also a great success. We had the Peer Awards final. And we’ve visited and heard the pitch of a bunch of innovative companies and start ups there.

This year’s Peer Awards 2010 has 2 categories: Base of The Pyramid and Future Potential. The first one awards innovations that cater for the needs of people in the base of pyramid. While the latter is dedicated to leading edge technologies that potentially can impact the mobile landscape.

Base of the Pyramid winner is Alex Nyika of xrystalgenius coming from Nairobi/Kenya. He won through his iCheki application – which is basically an LBS application that tracks the arrivals (schedules) of public bus in Kenya. End user can access the ETA of buses, through SMS. Imagine if we can have one for our lovely Busway….

Runner up for this category is Rehan Allahwala of Super Technologies, Inc. from Karachi/Pakistan. His entry was a health management system that allows all stakeholders in the health care ecosystem to communicate and access common medical records. And especially it’s available as SMS application as well.

Now that’s really a way to leverage SMS.

Coming to the Future Potential category, the winner is Efrat Barit of Ringbow from Israel. The recent touch-based UI trends is what sparks this innovation, they’re planning to add new interactivity dimension to the touch UI. It’s probably easier just to show you the video of what it’s capable of… rather that describing it lengthly in words. (I tried and I kinda failed).

Ringbow on YouTube

The runner up, and a service that I really admire, is Silje Vallestad of Bipper from Norway. She’s a mother of three that didn’t have past mobile experience. The service came from her concern of her kids safety related to mobile. Bipper aims to limit, track, and secure kids that are using mobile phones. The service is launching in Norway currently.

Of course there’s another great innovations, shown by the other finalists. Check out their website for more information:

• Akira Chix, ScyFy Tech, Rede Jovem
• Indilo, Do It There, PlayGround, Powerkiss

There are a couple more interesting companies from the Fin/Est, for example TaxiPal, Yrgel Entertainment, APE Payment, Yoga Systems Intelligent Building Systems, Sportlyzer… Skype (yes, it’s Estonian start-up), Rovio (Angry Bird!!), and so on. Search #mmsummit in twitter for some highlights of what they do.

Next on stage of @idmomo were Johan Kremer and Krishna. Both from RIM. Johan showed us a glimpse of what’s happening in DevCon… talking about PlayBook and the opening up of BB Social Platform API (BBM API) – hear ye! hear ye! Exciting…

Also of utmost importance, carrier billing functionality is coming to AppWorld! This is an important monetization channel for developer. Often it is proved to be one that can drive application purchase due to convenience and trust.

Closing the session was Pak Krish Pribadi @KrishDamoto VP Digital Music and Content Development. Pak Krish shared about his view on the future of VAS industry. Definitely content is becoming important focus of telco – expected to generate 25% of total telco revenue. And this is the “do good” stuff that we can do – VAS can generate business for entrepreneurs.

He also noted that the current VAS is still dominated by 3 types: music/RBT, soccer and game. And a long tail… To succeed and drive VAS market, let’s do the right pricing, market education, and suitable business model.

We closed the session around 19.30 for dinner… Four very lucky people can bring home shiny BlackBerry handsets that night… Another lucky man (Remko!) got a nice goodies from RIM as well. So did you regret you didn’t come?

See you next month!

Keep innovating!

PS. Slides can be found here: sites.google.com/site/idmomogroup/download-slides

PPS. Photos? Yes, please head to our flickr page: here.

Quick post: some of the slides from the 12 Jan event is available. We have the slide from MobileMonday, vuclip and 3G Vision.

Please go here to download them: http://sites.google.com/site/idmomogroup/download-slides

… remember that last November (11-12 November) we had the Frost & Sullivan Telco Summit and Mobile Marketing Association event… the slides are available at our usual website: http://sites.google.com/site/mobilemondayid

I got the presentation from Rohit / MMA Global, Joseph / m-Stars, Ben Soebiakto / Octovate, and Amiranto / J-Spot.

Last week we had a joint event with Frost & Sullivan and Mobile Marketing Association (MMA, mmaglobal.com). It was also co-located with the Indonesia Telecoms Summit 2009.

Presenting were a number of who’s who in the mobile marketing in Indonesia… sharing their experience in running actual and successful mobile and digital campaign in Indonesia, plus also key statistics and insights about the future of this industry.

Rohit Dadwal from MMA explained the state of mobile marketing and how the association aim to drive and nourish this infant industry. He reminded us that Indonesia is BIG for mobile – more than 600 page views per user per month – well above global average of 250.

Next, P’ Sumantri from our own Indosat shared his experience in building Indosat’s i-klan mobile ad/marketing services. They have 1.5 million subscribers on i-kan now, and average response rate was ~20%. Indosat has quite comprehensive inventory: ranging from SMS, MMS, WAP, app store,  print ads on their vouchers and starter packs.

Andy Zain continued by sharing key stats from Indonesia mobile, telco, and advertising number, citing that currently only a paltry 0.02% from IDR 50T ad revenue went into digital/mobile ad.

Then we have Shinta “Bubu” sharing a very interesting success story about AXE integrated digital/traditional media campaign in Indonesia – the “Call Me” campaign. The statistics from the Axe Effect campaign run last year: 270k SMS, 760M calls from 32M unique numbers… The hotdog girl got 2 million calls a day! AXE sales up by 300%….

Oh, BTW, try to call 0855-889-0000 :p

Next Joseph “Joe” Lumban Gaol of m-stars also shared his precious experience running a mobile campaign for Green Sands. He mentioned something that I can’t forget: Go find the emotional benefit that you can offer to your users/subs, that is the stickiness factor for mob-ad – also the basics of marketing which applies here….

Benhard Soebiakto from Octovate was next on-stage, speaking from the point of view of a “traditional” media agency – the voice of a brand. Being cautious before jumping into the bandwagon, paying very close attention to the trends, eager to tap into this mobile media opportunities.

(Update: Thanks to Andy for the mention)

Ruben Eduardo from Pudding Media highlighted a very important point: SMS-based advertising, the old school. When 90% of all mobile subs used SMS, then you gotta consider this channel seriously. But he explained how to do it unobtrusively (not like these spammers…), for example ad insert in the bottom of reload SMS, etc. Talk to him, he’s got good ideas.

And finally Amiranto of j-spot talked about the potential of Augmented Reality (his latest pet project – Layar + Android), cool stuff. Some of their existing clienteles are looking into this technology, and how this can be applied into mobile marketing.

I guess all the presenters will eventually share their presentation slides (starting with Andy… soon…) for you to read and enjoy… so watch this space.

In addition to our live tweet at @idmomo, here’s the recap of the event.

It was a full house event, so packed, but also full of enthusiasm. We are featuring a bunch of developers and leading people in BlackBerry world in Indonesia. Also attending are a lot of movers and shakers in the mobile industry.

Agung Wijanarko (Indosat, @gungwi) opened the session by sharing his insights titled “BlackBerry Beyond Email Applications.” First he showed an amazing graphic that BB has hit the A phone in Indonesia in term of mobile web usage. Then he went on to introduce two types of BB applications (beyond email), first the horizontal applications (mass market) and then the vertical applications.

The horizontal applications is very important, because BlackBerry has grown out of its root as corporate solution into a consumer product. Sixty percent (60%) of the users are now consumer, and it’s growing faster. Dominating in the mass market apps are social networking and instant messaging apps.

On the vertical app, Agung explained that mobile CRM is a very potential market that needs to be addressed. This is one of the main reason that people are still carrying their laptop when they are mobile.

His conclusion…

Indonesia is promising market and the new red hot spot for RIM and BlackBerry!

Next on stage was Deddy Avianto (ID Berry [BB only website], @idberry). He shared a business potential that many people often overlooked… BlackBerry themes. And not just simple themes, but showing that we – Indonesian – can do a lot of innovation in these themes. His theme creation are often featured in BlackBerry review websites.

One nice example is a theme that he did with BMW Indonesia to promote their new car. (Talking about mobile marketing).

dadBerry is also organizing several BB developer gathering. So watch his website/tweet. SPECIAL: he is offering for limited time free theme for us, id-momo-ers… so get it now. Details on his presentation.

Fahmi Gustiawan (Pravina) and Setiadji (Pemda DKI) actually impressed me with what they are sharing… M-gov application on BlackBerry… and not only Powerpoint-ware but already implemented in our very own Jakarta government.

So for example, the government can check Katulampa water gate level, for early flood mitigation/warning system. Then there is this (potentially) open and realtime communication channel to government officials wrt feedback (read: complaint) of public services — traffic jam, condition of public facility, … The Governor is monitoring and actively using these services!

This is very real, and hopefully can improve the quality of public services.

BTW, Fahmi was presenting using his BB, no laptop… whoa…

Next, on the lineup, were 4 Indonesian developers (one is half Indonesian, actually… ).

• Willson Cuaca (xsago, @foyage)… maker of Foyage BlackBerry LBS application. Foyage offered editorial and user-generated review for point of interests around Indonesia and Singapore, which utilize your LBS/location information. It also does traffic as well…
• Ronald Ishak (domikado, @ronishak)… domikado is a lifestyle application for BB that got so many download within days of their launch (20k downloads – their 1st year target, in 3 days… Ed. Ron, your investors will probably triple or quadruple your next year target, good luck…). He simply said that, “… this will change your lifestyle” from how you read news and how you trade stocks.
• Mark Hanusz (equinox apps)… expanded from iPhone to BB… simply because it’s something inevitable. Their jakartaglobe application is ported to BB. It’s offering a platform for mobile news, which includes monetization via advertising as well.
• Sukimin Irawan (caripromo)… his application is the one you should install if you’re a deal/promo chasers… it aggregates all the current promo from all over the place, food, shopping, electronics, movies, etc. (Ed. I wish all the marketers use this instead of spamming us with irrelevant SMS).
• We actually missed 7langit… guys, next time you should present ya…

The good thing with applications is that just this week BlackBerry launched their AppWorld (anyone who hasn’t download it please do so…. goto mobile.blackberry.com from your handset – you Nokians should download Ovi Store as well!). Although, like Agung mentioned, discovery of application is also a challenge in app stores. Probably we need in the near future guides to “app store marketing tactics”… But it’s a nice problem to have.

Last but not least, Michael Smith from Yahoo! developer network made a short announcement about the upcoming OpenHack day on the 21-22 November. It’s a fun day for you developers. Fun facts: Yahoo! has 63 million users in South East Asia, so it’s a huge market. Details can be found on this website.

So to wrap up… “Happy thumbing!”

PS. Slides can be found at the usual place.

After about 18 months, this is Tomi’s second visit to MobileMonday… still energetic and insightful, Tomi delivered his presentation titled “New Business Opportunities out of Mobile Social Networking”

So, here’s some key pointers:

Recession = it’s time to copy… copy proven and successful concept from other companies/countries/operators… launch it!

Great community services are built upon 4 principles: Connectivity, Culture, Commerce, Community. The ability to combine these attributes is the key to exciting services. Example: Sony Pictures Sofia’s Diary combines Connectivity (mobile voting via SMS) and Culture (teen’s interest in social/romantic dilemma) to create interactive mobisodic soap opera.

Then he shared the update and a lot of examples about Mobile as the 7th Mass Media (someone care to improve the Wiki page?) and the seven benefits of mobile, reminding us that mobile is different than other medias:

1. Mobile is the first personal mass media
2. Mobile is permanently carried
3. Mobile is always-on
4. Mobile has a built-in payment mechanism
5. Mobile is available at the point of creative inspiration
6. Mobile has the most accurate audience measurement
7. Mobile captures the social context of media consumption

Benefits number 1 through 6 is somewhat easier to grasp. Understanding the 7th is the most interesting – how recommendation, referral, viral, and WoM work and being enhanced using mobile. Obama’s m-campaign is taken as another example… it’s viral enough (SMS invitations sent to supporters, and can be forwarded to others as viral campaign), it’s social enough (twitter and iPhone apps that show poll result contextually – got to see it…)

Then, finally the business model for Mobile Social Networking. It’s a 100-million-plus-user service globally, and there’s a positive ARPU impact (according to Informa). There are six revenue models at this moment:

1. Subscriptions
2. Advertising
3. Personalization
4. Pay-per-view (with revenue share)
5. Gifting
6. Ego-services

The newest one is ego services… feeding on people needs to look good (virtually). Introduced by flirtomatic, if you don’t like your rating (5 stars etc), can now eliminate worst rating but pay for it. Or find out who gave you that rating (and pay for it too…).

Tomi convinced us that there are real business potential of new and creative mobile social network services. Adding value to the operators and to the consumers, creators as well. SeeMeeTV for example gives an average UKP 13 payout for content creator…

And lastly, don’t forget to make mobile fun! Gen-C will dominate the world in the future (and the mobile world now), so they all love having fun… (as much as we do).

Few links worth mentioning:

• Many of his examples are taken from Tomi Ahonen Pearls Vol 2: Mobile Social Networking, which just came out last month and has 50 case studies of successful mobile services. The eBook is not sold on Amazon or any other place, except directly from the website (which has free sample pages!!) so head on to: http://www.tomiahonen.com/ebook/PearlsV2.html
• Please join Forum Oxford, the free expert community of over 2,000 with over 40 of mobile authors and 16 of the 20 best-read bloggers in mobile. Check the details about this on his preso slide.

Slides? Oh yes, it’s available on our site: http://sites.google.com/site/mobilemondayid/

And… SPECIAL THANKS for Ericsson Indonesia – for sponsoring Tomi and for Telkom Indonesia/indigo for sponsoring the whole event (food, drinks, venue). Thanks a bunch guys!